| 000 | 02701pam a2200337 a 4500 | ||
|---|---|---|---|
| 001 | 2976767 | ||
| 003 | OSt | ||
| 005 | 20210414114449.0 | ||
| 008 | 920407s1993 ilua b 000 0 eng | ||
| 010 | _a 92013907 | ||
| 020 | _a0844235237 : | ||
| 040 |
_aDLC _cDLC _dDLC |
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| 050 | 0 | 0 | _aHF5826.5.B37 |
| 082 | 0 | 0 |
_a659.1/11 _220 |
| 100 | 1 | _aBarban, Arnold M. | |
| 245 | 1 | 0 |
_aEssentials of media planning : A marketing viewpoint / _cArnold M. Barban |
| 250 | _a3rd ed. | ||
| 260 |
_aLincolnwood, USA : _bNTC Business Books, _c1993. |
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| 300 |
_axiii,153 p. : _bill. ; _c26 cm. |
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| 500 | _aIncludes bibliographical references and appendix. | ||
| 505 | _aContent: A brief introduction to media planning: What is media planning? -- The need for flexibility in media planning -- An overview of the media decision-making process -- Database marketing and media planning -- Summary -- Endnotes -- How marketing planning affects media planning: How marketing plans influence media plans -- How promotion plans affect media plans -- The marketing mix as a system -- How uncontrollable variables affect environment for media decisions -- Summary -- Endnotes -- Target market definition and media-marker matching: Marketing plans revolve around defined markets -- Matching markets and media -- Parameters for defining the target market -- Applying the target market definition to media decisions -- The final linkage between target markets and vehicle audiences -- More than one target markets: A question of relative emphasis -- Summary -- Endnotes -- Media objectives: A perspective on media objectives -- Concepts essential to the establishment of media objectives -- The reach-frequency trade-off -- General guidelines for formulation of media objectives -- Guidelines for stating media objectives -- The importance of specificity in media objectives -- Summary -- Endnotes -- The media mix and media weighting decisions: Media weighting -- Shifting media mix -- Media mix strategies -- Summary -- Endnotes -- Summary and conclusions: Review and summarization -- Media decisions today and tomorrow: Application of management tools -- The marriage of media and marketing -- Endnotes. | ||
| 650 | 0 | _aAdvertising media planning. | |
| 650 | 0 | _aMarketing. | |
| 700 | 1 | _aCristol, Steven M. | |
| 700 | 1 | _aKopec, Frank J. | |
| 856 | 4 | 2 |
_3Publisher description _uhttp://www.loc.gov/catdir/description/mh024/92013907.html |
| 856 | 4 | 1 |
_3Table of contents _uhttp://www.loc.gov/catdir/toc/mh023/92013907.html |
| 906 |
_a7 _bcbc _corignew _d1 _eocip _f19 _gy-gencatlg |
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| 942 |
_2lcc _cBK |
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| 999 |
_c5569 _d13069 |
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